When it comes to entertainment, there are always choices acknowledges Andrew Herrick.

“You can go to the 'enormodome' and sit with 10,000 other people hearing the flavor of the day or even the tired legend,” says the Exeter native, “but that's a completely different experience from seeing your favorite artist only feet away.”

That intimacy once again will be afforded at the Hampton Beach Casino Ballroom, which kicks-off what Herrick, its marketing director, predicts will be a season (its 86th) to remember April 5 with rocker Sully Erna, who rose to fame as Godsmack's frontman.

“This is the summer you've been waiting for, not to tell other people, but to feel fully alive,” says an enthusiastic Herrick, himself a musician who once toured the nation in the band Assembly of Dust. “It's an opportunity to come and be part of history with us. This year is going to possibly crush any year prior. We, as a company, have never been as focused or energized by what we do and we are sprinting out of the gates.”

He says the venue staff has made it its mission to be the “Leaders in Live” entertainment.

“Internally we have the pieces to deliver an unmatched experience, so if an artist you like is coming to the Ballroom you will have to come. So no offense to last year, or any year prior, but I have a feeling nothing will compare to 2013.”

His optimism is fueled by his belief that, through all the changes in the music industry, live entertainment will remain a constant, and that the Ballroom will continue to play a role.

“The playing field has been leveled. Artists' only stable income is now from touring so there are more great acts performing more often,” he explains.

To those who have never attended a concert there, Herrick offers this insight:

“You will have a truly authentic live experience with the artist that is on stage. If the walls could talk, they'd scream! The intimacy of that experience will be unmatched. The experience will be supported by an incredibly friendly and attentive staff whose core value is 'FUN.' You will take in the concert through a state of the art production design located directly across the street from New Hampshire's finest beach.”

He says he fell in love with the Ballroom when he first experienced it. ”Love this place. I would love to think it's everyone's favorite place to see a show, but I also know we work every day to improve what we are doing in hopes to achieve that goal.

The marketing director says Hampton Beach Casino Ballroom began seeing some of the fruits of its “voice of the customer study” come to life in 2012. Fans asked for “theater style” seating as opposed to “cabaret style” seating for seated events, he says. “We made that investment in our gold seating sections in 2012 and fans and bands seemed thrilled to have a comfortable theater style seat facing the stage.” Those who liked the old seating can still reserve tables in the P2 section, he adds.

“We have also just launched a brand new home on the web. Casino Ballroom.com has been completely updated for ease in information share and responsive design so you can find out anything you need whether you are on a smart phone, tablet or computer,” Herrick says.

These are some of a number of fan driven upgrades at the Ballroom, he says.

“I think our staff and the room is at an all-time high in terms of host experience,” he says.

The goal is to give fans a sense that they are part of “a great show,” Herrick explains, and that the experience is communal, “which is what we believe 'live' is all about,” he says. That is accomplished, he suggests, by providing the opportunity for the live show to realize its full potential by hosting the event properly and making sure the economics make sense for everyone.

Management still has a self-imposed mandate to keep ticket prices as low as possible. “With that said it takes a higher ticket price to get the larger bands, but one of our competitive advantages is definitely ticket price. Relatively speaking our price is low,” he assures.

In deciding what acts to book, the Ballroom does not necessarily look at the genre as much as it does the artist and their market history.

Herrick: “We like to spread the genre out, but the bottom line is that most of that is out of our control. If a band is touring through the Northeast, and we have the time frame available, we look to make sure that band is going to be able to sell enough tickets at a price we think is fair market value for our customers to pay and that will also allow the show to achieve (its potential).”

“We believe critical mass is essential in maximizing the fan experience. If, for example, there are less than 1000 people in the ballroom, the show really doesn't come alive like it does when there are, say 1,500 people. Every show has a projection to return our investment, if we believe there is a chance to achieve that projection its green lit.”

Capacity is 1,800 for seated shows and 2,200 for open floor presentations.

There are many factors that go into deciding what act is right for the room, he says, but “bottom line is the economics and popularity have to make sense.”

In another era, the Ballroom published a season schedule. “We couldn't even dream of doing that anymore,” says Herrick. “Some shows book only five weeks out (in advance) these days. Any activity really has more to do with when artists are touring. April is pretty busy for us this year. Last year we replaced the steps on the back of the building so we were closed for three weeks in April.”

There were 61 shows last year, and Herrick has no idea what that number will be this year. The season goes into November.

From what has been booked so far, Herrick says, “We have three bands playing here that do not typically play rooms this small very often: ZZ Top (May 17), Weezer (July 8) and the Steve Miller Band. Yes (April 6) will be performing three albums in their entirety. There are three shows with Jeff Dunham (Aug. 7), the long awaited return of Billy Idol, Chicago is returning, as is Melissa Etheridge (June 20), Ron White (Aug. 17) and more. The best part is that it is only March and we have an entire summer of booking still to come. So I guess what I am most anticipating is what's to come. “

Heavy metal Steel Panther (April 20) may not be for everyone, Herrick says, but for those that “get it” it is “going to be a blast and hilarious. “ The LA unit offers exaggerated on-stage personas and profane and humorous lyrics.

America offers its 40th anniversary tour April 13.

The Beach Boys bring their memories Aug. 16.

Sara Evans (April 27) and Straight No Chaser (June 21) play the Ballroom for the first time this year.

“SPANK!” (“The Fifty Shades musical parody), also will make its debut at a date to be announced.

A complete schedule of shows booked so far can be found at: http://www.casinoballroom.com (Phone: (603) 929-4100).

The Hampton Beach Casino Ballroom remains an independent, family-owned facility. And while that at times can be a challenge in a concert industry that seems to be controlled by corporations, Herrick says

“At the same time it's a business based on relationships.”

“We have a fantastic relationship with most of those “corporate” groups and that has helped us a lot. There is plenty of room in the pond for everyone to swim,” he assures.